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Super Icon - The Long Slow Death of an Indie Studio

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Our History So Far…

I began developing games back in the late nineties; Xtreme Racing on Amiga was my first game, and ever since then I have only ever worked at my own development studios.

Starting with Graphic State; initially a sub-contract artwork studio, later moving into handheld game development on the Gameboy systems. This then evolved into Icon Games; focusing on small-ish console games on Playstation and Wii.

I founded Super Icon in 2012; an ‘evolution’ of Icon Games; like the transition from NES to SuperNES! At Super Icon the focus was on creating the games that we wanted to make, rather than trying to ride the coattails of current popular games or casual games. The focus was always trying to make great games, as good as we possibly could – games that people enjoy playing.

Our first proper release was Life of Pixel on Playstation Mobile. We released a second PSM title around that time too, called MegaBlast.

Back in 2016, after the release of Life of Pixel on Steam and our Battlezone type shooter Vektor Wars, we decided that it would probably be best to partner with a publisher going forward. Our sales numbers were low, and we failed quite badly at building any sort of interest in the games. They didn’t completely tank, but the numbers were poor, and not enough to sustain a business.

At the time we lived in London, and during that period (we were there for about 4-years), we had tough times. I say this as possibly the world’s greatest understatement!

I attempted to document that period a couple of times in the past couple of years, and in the interest of completion I have finally released an account of our time there, which you can read here:

In addition to the financial difficulties, it covers mental health issues and was very difficult to write.

Following the above period, we moved to Cornwall – which is where we are today. Just after the move we ran a Kickstarter for another game; Best Buds vs Bad Guys. It was successful, and we managed to get funds to help complete the development. During the Kickstarter I started chatting to a great bunch of guys at a studio called Whitemoon Dreams.

The upshot was I explained we were not having much success at selling/promoting our games, and they agreed to act as a publisher on Life of Pixel and Best Buds going forward, to take them over onto Playstation and Switch.

We worked together with them, releasing Super Life of Pixel onto Playstation 4 and Vita in December 2018. Also, during the development phase, we pitched another title we were making, called Platform Maker. After a fair few rejections, we finally found a publisher in pQube. We renamed the game to PLATAGO, and it was released onto Steam Early Access in 2018, with a full Steam and Switch release in June 2019.

Current Development Phase – 2017 to 2019

Unfortunately, despite most players seeming to enjoy Super Life of Pixel, the sales have been poor. So bad, in fact, that Whitemoon decided they were unable to continue publishing for the time-being. As such, in the first quarter of 2019, we saw our income pretty much completely grind to a halt.

I haven’t been given any PLATAGO figures, but I suspect they are poor – it probably didn’t help that we released a couple of weeks before Super Mario Maker 2 on Switch!

We also developed Vektor Wars for Switch and PS4. Switch is out, but sales were low – since July just under 300 units. PS4 is complete and in Sony QA.

Again, my family and I faced a spell of homelessness this summer, our landlord decided to sell – and we were given 8-weeks to move out. We came closer than ever to not having a home this time, as it coincided with us also earning no revenue at Super Icon. We got lucky in the end and found a small place that we have for one year (the owners are selling early 2020), but it was scary. Added to that we have no savings or fall-back money, it was a tough time. I’m 46 this year, with three great kids who are now that much older, and it is tough for them. I think being a penniless indie develop is a younger person’s game!

Speculative development

I did actually have a plan though, and it seemed a good one…

In addition to the games we released above, I developed a game called They Came from Beyond (TCFB), which off and on took about 18-months (it is pre-Alpha currently). I pitched to a few publishers, and while there was interest, I didn’t manage to secure a deal. I worked on this while Steve handled code on our other projects.

Hand-on-heart, I thought it was a strong concept, and the best game we have created so far. I was certain I would secure a publishing deal to fund the completion and release, and perhaps finally have a popular game out there. The plan seemed solid – ongoing releases generating income, with a new deal secured in the later stages for our biggest project so far.

I still f#&king love TCFB too, I really do. I KNOW there are bits I need to revisit, and it needs plenty more love and content before it is ready to release, but it appears my faith was entirely misplaced.

I pitched TCFB to a lot of publishers, several of whom replied that they really liked the game and the concept, but it wasn’t a good fit for them. I would say the most common comment was that many of the publishers told me that they are shifting away from smaller indie releases like TCFB to larger scale, bigger budget projects – those with budgets up to about half a million dollars. More ‘AA’ than indie really.

So, the lower than expected sales, in combination with failing to secure a deal on TCFB has really proved to be a terminal blow.

I have also developed another title over the last 6-months, called Gates of Hell; which is a sort of follow-up FPS to Vektor Wars. Arcade action, short bursts of high-score chasing.

Even now, I am still developing; working on a new 2D game. A NES plus visual style shooter; with several game types in there – top down, zoomed out top down, platform run and gun. I had planned to call it ‘The Lost Carts’, but everyone I asked says that name is a bit shit!

The concept is as follows:

Some experimental NES carts have been found, which were created using a custom ‘SuperPowerFX’ chip – which allowed a 1000% increase in enemies, effects, bullets and mayhem. Unfortunately, because of the sheer numbers of enemies and arcade action these games put out, the chips used to overheat and production had to be cancelled. Only now have the carts been unearthed, and machines are now just powerful enough to handle the gameplay without melting! I had a small series of a few games in mind.

And… one failed concept

Not long after we moved to Cornwall, I also spent about a year (off and on) on another speculative game, called ‘The Tower’.

I pitched to various publishers, and it was a no. I stopped work on The Tower, as without funding it was just too ambitious. There is a blog for it (updated until I stopped working on the project):

Studio Limitations

One of our key strengths as a studio is a proven track record of creating and completing games, often with very minimal budgets. In an ideal world, we would love to expand our resources so we could fully realise the vision we have for our games.

Personally speaking, I love creating games. I love the whole process; from the initial research and prototyping phase, through to making the various ideas a reality, adding little touches and cool ideas, putting it all together and trying to make it all as good as I can.

Continual restriction on resources limits what we can achieve. The result is that we make good games, but not quite great games, and unless you are very lucky, a game needs to be great to really stand out.

It also means that certain elements take longer than I would like, such as graphics and level design. These are typically the bulk of project time, and I create most of them myself, which has several drawbacks:

Quality – I am good at some things, less good at others, and I know I can find others out there who can produce far better-quality graphics than I can alone. When I do commission art, I usually have to request the minimum amount of animation and number of enemy designs. Reviewers and game players notice this instinctively they notice the quality dips, the sometimes overly generic art and lack of animation.

Limiting Factors – often our games are good fun to play, but lack that something to make them stand-out. Throughout development, there are so many ideas for cool visual & gameplay elements – bosses, new enemies, set-piece background art, cut-scenes and story artwork – that we don’t do because we can’t afford to commission artwork.

Level Design – I also handle the level design for every game we do; 2D and 3D. This way of working is probably the single most limiting factor, as you are getting ideas from just one person, and when you play the game, it shows. Most games are the product of a combination of ideas, usually from a range of different people with different tastes and experiences. Without that combination of thoughts and suggestions, a game can lack that special something to make it stand out.

Why did we not try and expand?

Both Steve and myself have gone without income at times, to fund development, and when we do take income it is minimal to allow us to fund development as far as we can.

I didn’t believe we had a strong enough track record to secure financing to expand, so I didn’t pursue that option. As a studio we have developed and released more games than most; they haven’t really been successful enough financially. Also, I am on the Autistic spectrum, and this does play quite a pivotal role; I have amazing drive and focus, determination and resilience but saying I lack people skills is an understatement! I mention this because it has been the cause of without doubt the studio’s single biggest downfall; promotion.

I seem to have a complete inability to successfully promote our games, to create compelling game presentations/store pages/social media posts. I have tried many times, and never seem to get anywhere with it. Additionally, when I pitch proposals to third parties, I don’t do justice to the game and vision. As a person, I am very honest, down-to-earth, quiet and reserved – almost the polar opposite of someone who achieves great things through self-promotion and building a strong network of contacts.

In the past, I have sought advice from several people in the industry, showed them our proposals, asked for feedback – I have tried to improve this aspect. Most recently, when I pitched They Came from Beyond, I managed to confuse many of the publishers who had no idea what the game was about from the proposal! I revised and adapted based on their feedback, but usually, you only get that initial chance to show the game, publishers don’t tend to revisit once they have said no.

That said, I have pitched quite a few games over the years, and secured several publishing deals – but usually for smaller amounts that are just about enough to get a game completed.

The End of an Era

From day-one, Super Icon has been a rough ride.

As covered above, our biggest issue was always been getting our games noticed and finding an audience. The actual development process is always fairly smooth, and our game reviews are usually reasonably good. In general everything works quite well, especially given the lack of resources we’ve always battled with.

However, we are not making money, and it has now got to the point where we need to make an urgent decision about our future.

I considered quietly closing the studio down, but I thought I’d see if there was any possibility I could sell or perhaps find a partner/investor. We don’t have much debt, a few hundred, and everything is in good order. We have accounts for each year since incorporation, prepared by our accountants EXCEED based in Surrey.

I spent the last few days reaching out to some contacts of LinkedIn; some amazing, talented and successful people – kind of a last attempt to salvage the studio as it is.

I put together a couple of docs which covered the various aspects of Super Icon, the way the studio has worked, the whole development process. You can read them here:

This morning though, I have reached the conclusion that we are done. The feedback has been that our games/studio is essentially pretty much worthless. I expected this, but there is always a small glimmer of hope – perhaps that has always been my biggest failing?

Years of fighting tooth and nail just to survive, just to live. Messing up my family’s stability and security, mentally breaking down, and so often treated like shit by landlords, accountants, etc.

I have tried so very hard to make it work, and I always had that hope I could one day do it. Unfortunately, I am now middle-aged with zero pension, no savings or home and a very uncertain future. Time has a way of creeping up on you, one day you think – I still have a long time to turn things around - then suddenly you think, shit, I’m nearly fifty now; an Autistic games industry wash-up with zero self-promotion skills, low self-esteem and an on-going mental health battle.

I have made A LOT of games that aren’t worth shit, I have an impressive inability to self-promote and perhaps I am now rather out of touch with the industry as a whole?

The main practicality though is that we just can’t afford to continue. Super Icon can’t afford to get the accounts done or pay the monthly studio bills. I don’t really earn much beyond a few hundred here and there, and every week we are running out of money to even buy groceries and essentials for the home.

We just notified the company accountant that we were unable to do the accounts, and this was their typically hugely helpful response:

“My colleague will issue the P45 for Richard and will close off the payroll. As the accounts will not be submitted, there will be some penalties and we also believe Companies House will strike off the company at some point (you may apply for strike off but not sure whether they will allow you to do so and also depends on possible buyer you are looking for). In the given situation, unfortunately we have to terminate our services till this has been resolved.

If you manage to find a suitable buyer and manage to pay the debts, we will be more than happy to reinstate our services.”

So, whatever the future holds, I think Super Icon has run its course. I feel a lot of different emotions, but ultimately, there isn’t much more I can do.

A huge thanks to everyone who bought and/or played our games over the years, and to the other indie developers and indie peeps who have helped us over the years.